Published: Sunday, March 30, 2014 at 7:58 p.m.

Last Modified: Sunday, March 30, 2014 at 7:58 p.m.

Jason Lee's new fashion truck does not blend in with his neutral-colored Wilmington neighborhood.

In fact, the day glo, spray-painted mobile store doesn't blend anywhere in the city.

"I see enough people that rock this style that I think it'll be worth it," Lee said.

Lee's referring to what he calls the "artist-inspired street wear" he sells in the $4,500 service truck he purchased in September and fashioned into a mobile clothing boutique.

Lee said he first spotted the old truck in August and had the idea to open up shop.

Even if there is a strong enough clientele to sustain the sale of merchandise, Lee was realistic and determined there wasn't enough potential shoppers to keep a brick and mortar storefront open.

To make the shop a reality – and to save some cash money – he taught himself how to fix the diesel engine, how to lay carpet and how to spray paint graffiti by watching YouTube videos.

"I'm learning while I'm doing it," Lee said of the color explosion that loudly identifies the vehicle as The Fresh Truck.

Lee said fashion trucks such as his aren't new; Wilmington's just late getting to the party.

His truck isn't the first of its kind in town either, Lee concedes. The Drift Mobile Boutique carries female clothing and accessories, and has been rolling for years.

The Fresh Truck includes both men and women's clothing and accessories, including toys.

And the idea of using a truck as a mobile business isn't outlandish. Food trucks have become so popular that there are events focused on gathering area trucks for customers.

The Food Truck Frolic took place March 23 in Ogden Park. Event proceeds benefited the Parks Conservancy of New Hanover County.

There was even a Food Network show called "The Great Food Truck Race" pitting food truck owners from different parts of the country against each other.

Even with two fashion trucks in town, Lee doesn't want to corner the market on the type of shop, and hopes they gain popularity in the area.

"I just want it to be fun," Lee said. "I want it to be successful."

His truck, which made its debut during Sunday's event, should soon be more visible in the community. Lee hopes to work with University of North Carolina Wilmington officials to make the truck a staple at university events.

And Lee isn't worried about the business failing, especially considering he has low overhead in maintaining the shop and this venture is just a part-time gig in addition to his steady wedding DJ business.

"I'm not nervous if it doesn't pan out," he said. "I have other ideas with it."

If the business does well, however, Lee said he could expand and have a fleet of truck-based shops.

<p>Jason Lee's new fashion truck does not blend in with his neutral-colored Wilmington neighborhood.</p><p>In fact, the day glo, spray-painted mobile store doesn't blend anywhere in the city.</p><p>"I see enough people that rock this style that I think it'll be worth it," Lee said.</p><p>Lee's referring to what he calls the "artist-inspired street wear" he sells in the $4,500 service truck he purchased in September and fashioned into a mobile clothing boutique.</p><p>Lee said he first spotted the old truck in August and had the idea to open up shop.</p><p>Even if there is a strong enough clientele to sustain the sale of merchandise, Lee was realistic and determined there wasn't enough potential shoppers to keep a brick and mortar storefront open.</p><p>To make the shop a reality – and to save some cash money – he taught himself how to fix the diesel engine, how to lay carpet and how to spray paint graffiti by watching YouTube videos.</p><p>"I'm learning while I'm doing it," Lee said of the color explosion that loudly identifies the vehicle as The Fresh Truck.</p><p>Lee said fashion trucks such as his aren't new; Wilmington's just late getting to the party.</p><p>His truck isn't the first of its kind in town either, Lee concedes. The Drift Mobile Boutique carries female clothing and accessories, and has been rolling for years.</p><p>The Fresh Truck includes both men and women's clothing and accessories, including toys. </p><p>And the idea of using a truck as a mobile business isn't outlandish. Food trucks have become so popular that there are events focused on gathering area trucks for customers.</p><p>The Food Truck Frolic took place March 23 in Ogden Park. Event proceeds benefited the Parks Conservancy of New Hanover County.</p><p>There was even a Food Network show called "The Great Food Truck Race" pitting food truck owners from different parts of the country against each other.</p><p>Even with two fashion trucks in town, Lee doesn't want to corner the market on the type of shop, and hopes they gain popularity in the area.</p><p>"I just want it to be fun," Lee said. "I want it to be successful."</p><p>His truck, which made its debut during Sunday's event, should soon be more visible in the community. Lee hopes to work with University of North Carolina Wilmington officials to make the truck a staple at university events.</p><p>And Lee isn't worried about the business failing, especially considering he has low overhead in maintaining the shop and this venture is just a part-time gig in addition to his steady wedding DJ business.</p><p>"I'm not nervous if it doesn't pan out," he said. "I have other ideas with it."</p><p>If the business does well, however, Lee said he could expand and have a fleet of truck-based shops.</p><p>Caitlin Dineen: 343-2339</p><p>On <a href="http://www.starnewsonline.com/section/news41"><b>Twitter</b></a>: @CaitlinDineen</p>